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Digital News & Analysis

Facebook's Grasp on Social Login is Slipping

The company that rules the social login has a leg up to dominate e-commerce, online advertising and a slew of other profit-oriented activities thanks to the data this activity can yield.

It's no small matter, then, that Facebook — which has long been the top platform for social sign-ins — is now showing signs of losing some of its market share.

So says a new survey by Janrain, which found that Facebook's overall market share of logins decreased 3 percent in the fourth quarter of 2014 after six months of consecutive growth. Meanwhile, Google's share of logins grew 6 percent, from 34 percent in the third quarter to 40 percent in the fourth.

It is a significant increase, Janrain claims — it is, in fact, the largest quarter-over-quarter increase in logins across all sites for any of the top identity providers in over two years.

The State of B2B Customer-Alignment Maturity

“If you don't know where you're going, you'll end up someplace else.” -- Yogi Berra

This pretty much sums up the customer-alignment journey of most companies. Companies know their survival depends on aligning strategy, culture, partners and processes to their customers’ lifecycle expectations, but the end state is often fuzzy. And fuzzy mean the path to get there is equally unclear.

Think Your Customer Experience Is Perfect? Test Again

2015-12-January-Test.jpgBusinesses, and the people who power them, easily fall into routines. Once we find a process or program that works, we stick with it. Routines bring predictability and stability, but if they go unexamined or fail to incorporate feedback, they can get in the way of providing exceptional customer experiences.

Outdated routines fail to address the changing business landscape, and assume that what was true in the past remains true today. Customer experiences are rarely perfect. However, by injecting testing into our culture and processes, we get closer to understanding what today’s perfect customer experience may be.

Advertising and Marketing are Broken: How Do We Fix Them?

So much advertising and marketing is based on false promises and exaggeration. This sort of corporate propaganda is facing an increasing backlash. 

The Problem with Programmatic: Too Much Secrecy, Too Little Trust

Publishers that take the time to understand and optimize sophisticated tools have the greatest potential to drive revenue in programmatic advertising environments. But their success hinges on greater collaboration and communication with ad agencies and clients.

According to a new Forrester report commissioned by Casale Media/Index Exchange, agencies and clients do not effectively articulate their goals and objectives, making it difficult for publishers to meet those goals, improve performance and maximize the true value of their inventories. “Publishers must take the lead on innovating the next phase of programmatic, because the buy side is continuing to move quickly and will not wait for them to figure it out,” noted Alex Gardner, vice president of Platform Solutions at Index Exchange.

Index Exchange, a division of ad technology firm Casale Media, markets a bid management technology designed to help publishers and suppliers to sell their ad impressions in real time. You can read the full report at the end of this story.

Too Many B2Bs Fail to Track, Measure Social Media

Many B2Bs still have a lot to learn when it comes to social media smarts, according to a new report.

While most B2Bs know they should be engaging with their customers on social media, they're often not using available tools to harvest critical data and put it to use.

Rather, they treat social as a check box, said Jacques Begin, a research analyst in the technology practice at SiriusDecisions, a B2B research and advisory firm. The firm produced the report, SiriusView: Social Media Intelligence 2015 and Infographic.

“In some cases, marketers are mandated with creating a Facebook page. And once they're finished they check the ‘social box.’ Very little thought is given on how to effectively maximize a social presence afterwards in terms of intelligence, customer interactions and demand creation,” he said.

Microsoft Ups Its Customer Experience Play

Microsoft is flexing its customer experience muscles. Last night it announced the spring release of Parature will come with more than 30 new “high priority” customer capabilities. They're designed to help businesses streamline and improve their customer experience strategies.

The release follows the acquisition of Parature by Microsoft last February for a reported $100 million. The purchase price is a relative pittance in comparison to many current tech deals — especially since the value it will bring to Microsoft’s customer relationship management (CRM) portfolio is incalculable.

Marketers Beware: Terrifying Pitfalls of the Viral Meme

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Viral content has gone viral.

Several people, including many of my Facebook friends, have referenced or forwarded the King of Clickbait article by Andrew Marantz in the New Yorker. It's taking off like wild fire. Yes, it's gone viral.

Readers here may have noticed I'm obsessed with clickbait and have written about how it is denigrating the value of media and advertising. But people love the story. They read about these young viral geniuses working in their underwear making millions of dollars, and they think, "I want in!"

Be careful. There's a lot of hype, but mostly the people making money off this are the viral hype artists, not the marketers or even the readers. One problem is the disconnect between viral content and real audience engagement. Viral content is low engagement content. The other big problem is whether or not viral content even aligns with your marketing goals. Chances are, if you are a B2B marketer or industry executive, viral content does not apply to you.

What's New in January for Open Source CMS

WordPress, the Goliath of free and open source content management systems (CMS), closed the year with the release of a new version named in honor of yet another musician.

Version 4.1 — aka "Dinah" — honors singer and pianist Dinah Washington, one of the most popular black female recording artists of the 50s. She was posthumously inducted to both the Big Band and Jazz Hall of Fame and the Rock and Roll Hall of Fame.

Matt Mullenweg, the founder and CEO of WordPress' parent company, Automattic, and a musician himself, blogged that the new version "helps you focus on your writing" and that the new default theme, appropriately named Twenty Fifteen, "lets you show it off in style."

Mullenweg said the blog-focused theme is designed for clarity and has "flawless language support" through the use of Google’s Noto font family.

Writing is work — and this version aims to make it easier through something called a distraction-free writing mode. When you start typing, all of the editing tools disappear, "letting you focus solely on your writing." The tools "instantly return when you need them," Mullenweg explained.

Not sure if this will actually make writing any easier, but it's a novel option that perhaps some of the platform's massive user base might find worthwhile. For the record, WordPress powers more than 46 percent of the World Wide Web, according to BuiltWith, which monitors such things.

What else is new in free and open source CMS this month? Plenty.

The Washington Post May License its CMS Platform

The Washington Post's team of developers and engineers have done such a stellar job of building out a new content management system (CMS) that it's now considering licensing it to other news organizations, according to a recent article in The Financial Times.

The FT reported that the paper has been approached by other publications about licensing the software.

Just How Much Must the CMO and CIO Work Together?

Forrester Research says a strengthened relationship between the CMO and CIO will be paramount for companies' success in 2015.

Shocked? Neither are we. This executive relationship -- and how it must be tightened, glued, bonded and sealed -- has been bandied about before. 

Marketing and information technology leaders reached by CMSWire agree the CIO-CMO is an important relationship in the executive scheme of things.

But just how important depends, they say.

"While there is no doubt that the CIO-CMO relationship is key to success in the digital age, the same applies to relationships across the C-suite," said Ian Cox, a London-based author who was a finalist for the British Computer Society’s CIO of the Year award in 2011 and was also ranked among the top 100 UK CIOs for 2012 by CIO Magazine.

The Scoop on Pinterest Analytics and Engaging Pinterest Followers

It's easy for people to spend time on popular social media platforms — and, increasingly, the platform of choice is Pinterest.

The growing use of the image sharing social media platform has created a high quality of influence on retail and branding. And that means it's essential for marketers to learn the basics of Pinterest Analytics.

Examining repins and researching follower interest with Pinterest Analytics can make Pinterest engagement more meaningful, help you increase online activity and enhance the digital experience for your customers.

CMSWire's Top 25: The Hits of 2014

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Another year has come and gone — and with it, an amazingly diverse selection of stories from CMSWire staff writers and contributors. Over the past 12 months, our team has worked hard to inform, entertain, inspire, provoke debate and encourage discussion about a wide range of B2B topics.

Before we make the usual predictions about how much more we expect to accomplish in 2015 (which we do) or how we expect CMSWire to become an even better source of information for everything related to digital experience, marketing, social business, big data and more (which it will), we'd like to step back and collectively say the most important thing possible.

Thank you.

Thank you for reading our content, posing thought-provoking questions and participating in our webinars and Tweet Jams. We appreciate your support, your informed discussion and all the many ways that you, our readers, have helped make CMSWire a go-to source for industry information.

And now, a selection of some of the stories and authors you enjoyed the most in the past 12 months.

CMSWire Top Contributors 2014 - Tjeerd Brenninkmeijer

3ef26a4.jpgTjeerd Brenninkmeijer predicted that 2014 would be "a great year for Web Content Management" one year ago and from this vantage point, it looks as if he was right. Tjeerd's passion for all things digital experience and 14 years of business experience keeps him in demand as a speaker at conferences and in demand as a writer on CMS related topics. 

A Look Back: Still Searching for Optimal Customer Experience

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You couldn't escape talk about awesome, amazing, remarkable customer experience (CX) in 2014 — or, for that matter, related terms like customer satisfaction, customer focus, customer service or customer-centricity. It is, after all, the Age of the Customer — a reality that has caused businesses everywhere to embrace CX as a business goal.

But like the mythical 10 pounds we collectively vow to lose on New Year's Day, the customer centricity of most companies, as evidenced by their delivery of memorable customer experience, rarely evolved from a concept to a practice this year.

And no matter how hard companies tried — with new technologies, new programs and even new names ("customer success," anyone?), the dream of seamless, engaging, excellent cross-channel customer experiences often remained an illusion.

  • Why is it cheaper if I order online for in-store pick-up than if I just buy it off the shelf at the store?
  • Why do so many companies make me wait more than 30 minutes to speak to someone who might have the authority to resolve my problem?
  • Why are call center representatives unable or unwilling to understand when you plead "I cannot hear you – please adjust your headset?"
  • Why can't anyone listen to what I am saying?
  • Why are so many of my interactions with companies simply frustraneous?

Why, indeed?

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